Social platforms offer advertisers a diverse choice of paid routes with which to engage with and reach potential users. They also offer a wide variety of ad types and targeting options. As such, ROAST categorise activity types into one of the below options – each requiring their own ad types, targeting strategy and performance KPIs.
Understanding a brand’s objectives and audience profiles is central to any successful Paid Social activity, with ongoing analysis and optimisations to ensure continued performance improvements. Our Paid Social team has driven huge results for a variety of sectors including retail, fashion, FMCGs, gambling, travel and finance supported by proprietary built, in-house tech that provides unique access to insights to inform both strategic decisions and tactical actions.
- Facebook (inc. Instagram), Twitter, Pinterest, Snapchat, TikTok and LinkedIn management
- Social Cost Per Install activity (App only)
- Social Branding activity
- Social Engagement activity
- Social Direct Response activity
- Copywriting for ads
- Ad unit creation
- Audience planning and targeting for all stages of the conversion funnel
- Tagging and tracking set up
- Ongoing account development, optimisations, reporting and analysis
FAQs
What is Paid Social? How does it work?
Paid social involves promoting content, products, or services through sponsored advertisements on social media platforms by targeting specific audiences, setting budgets, selecting ad placements, monitoring performance, and optimizing campaigns for maximum effectiveness.
Each channel, be it Meta (Facebook), X, Pinterest, Snapchat etc. has their own self-service platform which allows us to target users based on our client’s business objectives and throughout the whole marketing funnel.
How does ROAST approach Paid Social campaigns?
Our Paid Social strategies are centred around your performance metrics, whether that be for direct response or branding. We manage campaigns across platforms including Twitter, YouTube, and Facebook, focusing on maximizing performance, and maintaining alignment with your business goals.
We understand that not every business has the same requirements from their social activity, so we always strive to tailor our approach to social campaigns to each client’s individual needs, their audience, and their budget.
Utilising all available information, such as first party audiences, historic channel data, and performance and targets from other platforms we aim to capitalise on all potential opportunities, and adopt a data led approach to targeting as well as forecasting performance to help set realistic targets and optimal budgets.
Can you offer support for X Ads (formerly Twitter Ads), TikTok Ads and Facebook Ads (Meta Ads)?
Yes, we provide comprehensive support for X Ads, TikTok Ads, and Facebook Ads, offering strategic planning, creative development, campaign management, and performance tracking across these platforms. Our teams are also experienced additional channels like Snapchat and LinkedIn, allowing us to utilise the most relevant paid channels for the objective.
How does ROAST optimise ad spend on Paid Social campaigns?
We continuously monitor and adjust bids, targeting, and creative elements to ensure your budget is spent efficiently and effectively. Data is our key informer here, allowing us to deep dive into the specific elements which we need to optimise towards to reach your business objectives. We also conduct A/B tests and trial different campaign types or ad formats to ensure we remain innovative and explore every possible route for success within Paid Social.
